PENGARUH BRAND IMAGE DAN IKLAN DIGITAL TERHADAP MINAT BELI SKINCARE PADA MAHASISWA DI UNIVERSITAS JEMBER

Abstract

The skincare industry in Indonesia has experienced rapid growth along with increasing consumer awareness, particularly among university students, regarding skin health and the high exposure to digital media. However, empirical studies that specifically examine the influence of brand perception and digital advertising on students’ purchase intention remain limited, especially in the context of regional universities. This study aims to analyze the effect of brand perception and digital advertising on the purchase intention of students at the University of Jember. A quantitative approach was employed using a survey method involving 110 respondents selected through purposive sampling. Data were collected using a five-point Likert scale questionnaire and analyzed using multiple linear regression. The results indicate that brand perception and digital advertising have a positive effect on students’ purchase intention, both partially and simultaneously, with a contribution of 59.5%. These findings highlight the important role of brand image and the effectiveness of digital advertising in shaping students’ purchase intention.